Steps to Craft a Winning E-commerce Marketing Strategy

E-commerce is the new way to do business. With the mass encroachment of advertising space by the online channels, e-commerce is the way to go. It is about evolving your sales and advertising strategy year on year, unless you are looking at flat sales. There is a host of macro factors that are influencing the markets and also the volatile nature of any sales strategy which is why advertising and marketing need to be up to speed. Here we take a quick look in the vital parameters of an advertising and marketing strategy for an e-commerce business manager:

Designing an effective content marketing strategy

The most popular marketing trending element in the online space is content. Content marketing has continued to posit itself at the top spot due to a number of reasons. Some of them being:

• A key to first engaging, then influencing and finally turning casual and potential users into loyal customers lies in content. By creating content that is engaging, informative and finally useful to the reader, one can achieve a loyal customer base. Quality content gives you a win-win situation for your product platform and your customers alike.

• An engaging content can be visually appealing and in the form of a video, infographic or an informative article or any other format. When this engaging marketing content is shared and circulated further in the online space, it becomes popular, driving in turn significant traffic towards the ecommerce site, influencing sales.

Thus, the idea is to develop content, which can serve two primary purposes. The first is to engage the user and the second is to turn these leads to sales. Let us look at the way to achieve this objective of quality content.

• A study of the earlier content used in marketing efforts can provide useful insight and help you identify the type of posts, articles, etc which helped in engaging audience and influenced conversion ratio positively.

• Apart from the content, they way the content is marketed is also essential. So reviewing the previous advertising strategies, to find out why one specific content worked through a medium and failed at other can be studied to identify trends that work for a brand.

• Lastly, depending on the study of previous marketing initiatives, modifying content and content strategy can shape a successful ecommerce marketing strategy.

Designing a thoughtfully planned Email marketing campaign

Email campaigns are important to nurture and cultivate client relationships and accounts. Automating email campaigns can help achieve this efficiently. This can be done by the linking the process with the initial registration of a client. During the registration process, as a brand ask for the customer’s email address for future correspondence and information on product discounts, new launches and such. The email campaign can start with a welcome email on the registration with a introductory discount coupon or such. Similarly, this email can be used to apprise the user on more product information for his choice of product. And in case, he leaves without shopping or purchasing anything, the email can be used to build a recall factor and influence the customer to return. An automated email campaign will ensure that no client is left subserviced and remove the need of manually identifying customers.

Diversifying your Social Media Campaign

Facebook is the most used app in the mobile space, where also e commerce websites are viewed at a higher percentage as compared to tabletops and laptops. Thus, undoubtedly most of the ecommerce brands compete for user’s attention on this social media platform. But other social media platforms are also gaining popularity due to their visually appealing content like Instagram and Pinterest. Thus, it is in the interest of the brand to explore these options also.

Also having your own product videos can up the advertising level for you, as recent statistics reveal that ecommerce sites with videos have better sales figures. Similarly, personalization strategy to have a differentiating factor for your online store can all covert those sales for you.

Credence Digital Marketing is a 360 degree digital marketing agency specialising in web design and Ecommerce website development. If you need digital marketing services in any domain, write to us at sales@credencedigital.com

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